
Choosing the best ads of 2024 is like picking your favorite child—if your children were wildly creative, emotionally charged, and sometimes unexpectedly hilarious. This year, brands pulled out all the stops to make us laugh, gasp, and yes, even cry. From nostalgia-packed revivals to eyebrow-raising celebrity endorsements, advertising delivered moments that stuck with us long after the final frame.
Nike once again proved why it’s a powerhouse, blending athleticism with artistry in a campaign that left us inspired to just do something—anything. Dr. Squatch took a bold step with actress Sydney Sweeney, who made us rethink soap entirely.
Meanwhile, Gatorade brought back their iconic “color sweat” campaign, reminding us all what it means to leave IT all on the field. And then there was Michael CeraVE, a genius play on words that gave us the skincare ad we never knew we needed, with Michael Cera’s signature awkward charm front and center.
From clever twists to emotional gut-punches, 2024’s best ads showcased the full spectrum of storytelling. Now, let’s take a closer look at the campaigns that captured our hearts, minds, and attention spans this year.
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15. Adidas launches “Female Field” initiative to empower Arab Girls in sports
This groundbreaking concept, created by Havas Middle East, is rooted in a profound insight: in the Arabic language, most sports-related words are grammatically feminine. Words like “ball,” “run,” “kick,” and “goal” are all considered feminine due to the linguistic feature of the “Ta’Marbuta,” a letter that imparts feminine gender to Arabic words.
14. Beyoncé reimagines Levi’s iconic 1985 Launderette spot
Levi’s has announced an exciting new global campaign featuring superstar Beyoncé, titled Reiimagine. The campaign drew on Levi’s rich heritage and Beyoncé’s cultural influence, merging classic styles with a modern twist. This collaboration follows the release of Beyoncé’s track Leviis Jeans from her acclaimed album Cowboy Carter, which redefines elements of American culture.
This campaign was creatively developed in partnership with TBWA\Chiat\Day LA and produced by de la revolućion/PRETTYBIRD.
13. Nike salutes runners’ grit with ‘Winning Isn’t Comfortable’ campaign
Rather than glorifying the ease of winning, this Wieden + Kennedy ad is a celebration of discomfort and the perseverance it takes to push past boundaries. Whether it’s lacing up to run in harsh weather or enduring the strain of a tough workout, the captures the raw essence of determination. The cameo by basketball star Juju Watkins further grounds the message that champions embrace discomfort to achieve greatness.
12. Did somebody smell McDonald’s Netherlands?
This international campaign marks a departure from traditional advertising methods, as McDonald’s leverages the sense of smell to engage consumers in a new and innovative way. Strategically placed within 200 meters of McDonald’s restaurants, these billboards aim to evoke cravings and encourage passers-by to indulge in their favorite McDonald’s products.
11. Sydney Sweeney is Dr. Squatch’s Body Wash Genie
In a series of fun and cheeky Dr. Squatch ads, developed in-house and directed by Kyle Beiermeister, Euphoria star Sydney Sweeney appeared as the “ultimate grooming wish-granter,” magically providing men with Dr. Squatch’s line of high-quality, natural body washes.
With the tagline “Guys only want one thing,” the ads humorously elevate grooming to the level of a wish fulfilled, with Sweeney guiding the men toward a natural and superior grooming experience.
9. Burger King celebrates Old Flames for 70th birthday
Burger King Buenes Aries challenged societal norms and taboos surrounding desire among older individuals with a remarkable campaign for its 70th birthday. The global campaign, initially launched in Brazil, featured seniors unabashedly expressing their passion and desire through intimate moments.
The campaign’s theme, “70 years later the fire’s still burning,” not only paid homage to Burger King’s legacy of flame-grilling since 1954 but also celebrates the enduring vitality and passion of individuals in their 70s.

8. Jenna Ortega joins her abuelas in action-packed Dinamita Big Game spot
This explosive ad spot, starring Jenna Ortega, introduced fans to a feisty pair of snack enthusiasts whose quest for the perfectly spicy, flavorful heat of Doritos Dinamita takes them on a thrilling chase.
The commercial, created by Goodby Silverstein & Partners, aired during the third quarter of Super Bowl LVIII.
7. Apple’s 2024 holiday ad strikes emotional chord
This year, Apple spotlighted a father living with mild to moderate hearing loss, weaving a tale that tugs at the heart and celebrates the joy of shared moments.
With its poignant storytelling and masterful execution, the ad, created by TBWA\Media Arts Lab Los Angeles and directed by SMUGGLER’s Henry-Alex Rubin, beautifully explored the transformative power of connection and innovation.
6. Spike Lee and Giancarlo Esposito bring Italy to America with Fiat 500e
Legendary director Spike Lee and Emmy-nominated actor Giancarlo Esposito took viewers on a journey through urban charm and Italian allure in the latest campaign for the all-new Fiat 500e.
Directed by Lee himself and filmed by the acclaimed Matthew Libatique, this campaign marks the iconic duo’s first-ever national advertising endeavor together.
5. Postmates wants us to live a “fee-free” lifestyle
The creative, developed in-house and directed by Ruckus Films’ JJ Adler, featured a couple who could have just walked out of a wellness retreat, sitting down for an awkward dinner with the woman’s parents. With all the zen-like conviction of devoted trend-followers, the pair explained that they no longer allow “fees” into their bodies—a lifestyle choice that leaves Dad visibly puzzled and amused.
4. Geico resurrects iconic Caveman in dramatic 2-minute spot
Geico’s decision to bring back the Caveman, a beloved character from its early 2000s campaigns, added a nostalgic and dramatic touch to its advertising strategy. “The Nightmare” goes beyond the usual comedic 30-second spots, providing a deeper exploration of Caveman’s character and creating a storyline that aims to captivate audiences.
3. Henry Winkler x Steve Buscemi take flight in DIRECTV campaign
DIRECTV made a splash with its latest campaign titled “For The Birds,” showcasing the innovative DIRECTV Gemini device and featuring two disgruntled pigeon spokebirds voiced by Golden Globe-winning actors and comedians Steve Buscemi (Boardwalk Empire, Fargo, The Big Lebowski) and Henry Winkler (Barry, Scream).
The campaign, created by TBWA\Chiat\Day LA, educated consumers that DIRECTV can be enjoyed without a satellite dish, leveraging the iconic voices of Buscemi and Winkler to give its avian characters some streetwise authenticity.
2. Blind filmmaker uses Google Pixel 8 camera in Super Bowl spot
Titled “Javier in Frame,” the ad, directed by blind filmmaker Adam Morse, took viewers on an emotional journey centered around Google’s Guided Frame technology, designed to aid visually impaired individuals in capturing photos.
In the commercial, Javier, the protagonist, navigated through life’s moments, from solitude to companionship and family, all through the lens of his Pixel 8’s AI-assisted camera.
1. CeraVe Skincare “Michael CeraVe”
Directed by Tim & Eric (Tim Heidecker and Eric Wareheim), the Super Bowl ad builds upon earlier teasers, featuring Cera humorously asserting his supposed role in developing CeraVe products. What sets this spot apart is its culmination, as Cera pitches his unconventional ideas to the brand’s unimpressed executives.

Colin Costello is the West Coast Editor of Reel 360. Contact him at colin@reel360.com or follow him on Twitter at @colinthewriter1
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Uber is Reel 360’s Creative Marketer of 2024